By Joern Fischer
In 1992, Shalom Schwartz published a seminal paper entitled “Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries”. The paper has been cited something like 12,000 times, and the findings have been refined since then. In short, it summarises different value orientations held by individuals. On reading this paper, I began to wonder what the implications of this are for conservation and sustainability.
I’ll start with a disclaimer and a summary of what Schwartz found. First the disclaimer: perhaps everything I write below has long been known by people working on conservation and sustainability, and I’m very late in catching up. If so, I’m happy to be further educated, e.g. by people explaining to me and other readers how this has been applied to conservation and sustainability in the comments below. But if I’m somewhat “typical”, then this is not at all widely known, understood, or reflected upon within the conservation and sustainability fields. And if that is the case, there might be some pretty important implications that require our attention.
Second – a summary of what Schwartz found. In the original paper from 1992, Schwartz developed theory, and then tested it on a large sample of individuals from a number of different countries. His theory was largely confirmed, and went something like this. Different people hold different values. Some values are compatible, whereas others are oppositional. Compatible values are, for example, if I value the attainment of wealth, and if I value the achievement of social recognition. Oppositional values might be valuing tradition versus seeking excitement in life.
These kinds of constructs – compatible and oppositional values – can be depicted in a kind of circular wheel, as shown in the Figure above. This wheel was generated by a multivariate analysis of many people responding to the same questions about their values, so this is an empirically grounded theory . Adjacent sectors in this wheel are compatible values, whereas opposite sectors in the wheel are oppositional.
So far so good – how is this relevant to conservation and sustainability? I think it is in a number of ways.
A lot of the values associated with conservation and sustainability cluster in the sector on “universalism” (top right). For example, here, we find “protecting the environment”, “social justice”, and even “unity with nature”. Opposite of that, we find the sector “power”, with values such as “wealth” and “social recognition”.
We can now ask ourselves where in this wheel individuals belonging to different cultures might sit. This is relevant for conservation and sustainability, because we might pitch our messages differently, according to people’s values (e.g. see this comprehensive report, or here for a simpler summary; and here for additional materials).
But I think perhaps there is something even more interesting going on. Here, I present three testable hypotheses, which would have implications for conservation and sustainability action.
Hypothesis 1: A substantial proportion of the population (probably differing between jurisdictions) actually holds values that are compatible with universalist values (i.e. sustainability and biodiversity conservation).
Hypothesis 2: Despite this, we are seeing patterns of behaviour at an aggregate (societal) level that emphasise values that are largely oppositional to sustainability, such as achievement and power. That is, we have created institutions that foster values that are not inherently shared by people. We thus have a mismatch between the value sets fostered by institutions and the value sets held by people.
Hypothesis 3: If this is correct, the “solution” to sustainability problems becomes one of “simply” re-aligining institutions to what people actually want. This may be a major task, but is a relatively smaller problem than if people themselves actually did not hold values compatible with sustainability. In other words, we may not need to “re-educate people”, but rather draw out what people actually want, and ensure that institutions are reformed in ways that reflect the want of “the people”.
Hopelessly optimistic? Actually, people are selfish and individualistic, and care about power and wealth and nothing else? Perhaps – convince me if you can. But at this stage I think it’s more likely that we are dealing with a mis-match between values fostered through institutions and values held by individuals. I speculate, in turn, that such a mis-match has probably arisen from power dynamics that go hand in hand with how we have organized societies (including economic principles); i.e. the whole thing is an institutional and power problem, not fundamentally one of values.
If I’m right, all of this points to us needing more conversations at a societal level about what it is that we truly value — and then working towards how to (re-)organise society accordingly. And then who knows, perhaps sustainability is within closer reach than we may have thought …